Companies that silo brand experience across teams risk losing customers, who say they'll switch after just two bad experiences
WarningBrand & Creativity
Companies that silo brand experience across teams risk losing customers, who say they'll switch after just two bad experiences
Too many companies treat brand experience as an afterthought, or isolate what the brand says from what it does - expression in one team, service in another, product in a third. Consumers do not experience it that way, and many say they will switch after just two bad experiences.
Source
Be Distinctive Everywhere: The Experience Edition 2026 - Jones Knowles Ritchie x Kantar (2026)
Jones Knowles Ritchie (JKR) x Kantar
p. 11; JKR x Kantar, referencing Kantar's Trustpilot 'Trust Matters' White Paper 2024
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StatWhere brand equity is actually builtStatImproving customer experience makes a brand 2.5x more likely to significantly grow market shareStatDistinctiveness, experience and product factors drive 62% of what makes a brand different - communication only 20%StatMeaningful Difference accounts for 94% of a brand's pricing powerStatA shared belief gives brands 9x higher volume share, 2x higher price paid, and 4x greater odds of growing value shareStatAffinity nearly doubles repeat purchaseStatConsistency compounds into growthStatThe most distinctive brands more than doubled the growthStatOwn product experience and word of mouth score highest on brand impact; print ads, OOH, online ads and sponsorship score lowestPrincipleBrand experience is the moment a brand's promise comes true - in every interaction, from a phone call to an unboxingPrincipleThe distinctiveness test for any brand experience: could a competitor have offered this same experience?PrincipleThe Distinctive Experience Cycle: a shared belief drives Expression, Participation, Experience and Validation in a loop